(UNASA, 2026) Mauricio Salvador Guzmán Reyes, Mauricio Alberto Chávez Núñez
This study knows about the use of communication in medium-sized enterprises in Santa Ana and identifies action decisions in potential crisis situations. Through a qualitative descriptive design and interviews with communication staff and decision-makers, the research explores tools, practices, and interna challenges. Findings reveal predominant use of digital channels, audience segmentation, and emphasis on transparency. However, the absence of formal crisis communication plans remains a critical gap. The study develops a decision-making diagram that guides communicational management to strengthen organizational responses.